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Arbitron Releases Hispanic Radio 2011; Principal Analysis from Jacobson

The 2011 edition of Arbitron’s Hispanic Radio Today, a comprehensive research report offering an in-depth review of listening to Spanish-language and English-language radio stations by Latinos across the 50 states, is now available via a free download from the company’s website.

Adam R Jacobson served as the Principal Analyst for this report; he has worked with Arbitron on Hispanic Radio Today since 2010.

Hispanic Radio Today 2011 is accessible by clicking on this link: Arbitron.com. The report offers a detailed look at the radio listening habits and consumer insight among U.S. Hispanics, who now number 49.1 million people, or 16% of the U.S. population. This edition reviews 16 formats, including 10 Spanish-language choices and six English-language formats.

Audience data for Hispanic Radio Today 2011 are taken from the 102 Hispanic “Differential Survey Treatment (DST)” markets that have a significant Hispanic population.

The 10 Spanish-language formats covered in this edition are Mexican Regional, Spanish Adult Hits, Spanish Contemporary, Spanish News/Talk, Spanish Oldies, Spanish Religious, Spanish Sports, Spanish Tropical, Spanish Variety and Tejano.

Six English-language formats profiled in this report are general-market Adult Contemporary, Classic Hits, Country, News/Talk/Information, Pop Contemporary Hit Radio and Rhythmic Contemporary Hit Radio.

Readers can find an expanded examination of radio listening by Hispanic consumers across the U.S. for all 16 formats. Each profile includes the average quarter-hour share of the total Hispanic audience, its weekly reach in terms of total listeners, the number of stations programming those formats, the gender balance, segmentation of the audience composition by age and language preference for these formats, Time Spent Listening by demographic, education levels, income by household, ratings by daypart and by U.S. state and at-home versus away-from-home listening.

Hispanic Radio Today 2011 provides the details and analyses that reinforce the relevance and vital role radio plays in the lives of Hispanic Americans.

Questions and comments about Arbitron’s Hispanic Radio Today 2011 can be directed to ron.rodrigues@arbitron.com.

AHAA2011: ‘Community Importance’ Can Yield Higher Arbitron Latino Participation

By Adam R Jacobson

MIAMI BEACH (Oct. 12, 2011) —  The greater the likelihood of a perceived benefit to the community, the greater the chance a Latino will participate in an Arbitron survey.

That’s one of the key findings from Roslow Research Group president Peter Roslow, who worked with the radio ratings company to best explore how Arbitron can increase Latino diarykeeper participation in emerging Hispanic markets.

Spanish-language radio listeners were queried in three “new” Hispanic markets – Boise, Idaho; Bridgeport, Connecticut; and Fort Myers, Florida – along with a long-established Hispanic market, Tucson. First-generation Hispanics were of considerable focus, to best determine ways to attract Latinos that likely weren’t comfortable communicating in English.

Research was designed to bring in Spanish-dominant Latinos; Roslow learned that “non-traditional recruiters,” those who have community standing, helped in encouraging Latinos to participate in this study. Use of video and communication in English was eliminated. Once Roslow commenced its research, it found that many first-generation Hispanics asked if Arbitron was “a serious company,” and was not a scam. Many commented that surveys “are just not a Hispanic thing,” and that “they don’t have time for such things.”

Roslow also found that phone calls trump mail communication with Hispanic diary placement – a good thing for Arbitron. “This provides people with an opportunity to talk to a real person, and Arbitron can build trust with the Latino community through this in-person communication,” Roslow says.

Lastly, Roslow notes that the subject of immigration cannot help but negatively impact participation in Arbitron surveys in all markets – not just Tucson, where state legislation has placed a chilling effect on Hispanics, some of who may be undocumented.  “Elizabeth,” from Boise, noted that “immigration knows what zones or houses there are more Latinos and they come.”

Dr. Ed Cohen, Arbitron’s VP/Research Policy & Communications, reviewed some of the methods the ratings firm is acting upon based on Roslow’s research.

* Sending a pre-alert piece before the questionnaire is mailed is planned “in the near term.”

* Using a one-sheet to explain to Latinos that Arbitron is “a serious company.”

* As 38.4% of all Hispanics are cell-phone only, Cohen guesses that it is even higher among first-generation Latinos. Thus, first contact by law through U.S. Mail needs the more personable follow-up by phone.

In markets such as Boise, there is no language weighting. However, Cohen believes the cell-phone sampling for diary placement is doing the best job against a rapidly changing Latino population that data hasn’t caught up to yet.

Are diaries heading to more tech-friendly delivery vehicles, such as digital accessibility via smartphones? Asked by an attendee at the Association of Hispanic Advertising Agencies (AHAA) conference session in Miami Beach,  Cohen explained that the need to make first contact via U.S. Mail at present hinders such efforts – for now.

“It is something we’re working on,” Cohen says.

For more coverage from the AHAA 2011 Annual Conference, visit www.hispanicad.com or follow #AHAA2011 on Twitter.

Hispanic Radio Today 2010 Released By Arbitron, With Analysis From Adam R Jacobson

More than ever Latinos across the U.S. can access audio programming via an ever-widening array of delivery vehicles. Yet as Arbitron points out in its recently released 2010 edition of Hispanic Radio Today, “radio’s reach among both English-dominant and Spanish-dominant listeners continues to land between 94 percent and 96 percent — a constant since Hispanic Radio Today’s first study back in the 1990s.”

The report, with principal analysis from The Adam R Jacobson Editorial Services & Research Consultancy, also shows that radio reached Hispanic men and women equally strong – the medium attracts 97 percent of Hispanic men aged 45-54 and 96 percent of women aged 25-44.

Radio was also a “weekend warrior” with Hispanic men and women, Arbitron research concludes, attracting an average 81 percent of adults 18-44 — higher than any weekday time period.

For marketers and advertisers seeking to attract Latino consumers via AM and FM stations broadcasting in both English and Spanish, key takeaways from Hispanic Radio Today include the following:

• Regional Mexican continues to lure the largest audience of Hispanic listeners. The format attracted more than double the audience of Spanish Contemporary, the No. 2-ranked format.
• Regional Mexican’s strength is with Hispanic men, many of whom are English-dominant teens and young adults who enjoyed the format as much as Spanish-dominant adults 35-44.
• Four English-language radio formats — Top 40, Adult Contemporary, Classic Hits and Country (thanks to its strength in Texas) —experienced gains in average quarter-hour share with Latinos between fall 2008 and spring 2010, the ratings period measured in Hispanic Radio Today.
• Spanish-dominant listeners – especially younger ones – like English-language formats. Teens gravitate toward Top 40 and rhythmic, urban blends found on “Rhythmic CHR” stations, like Power 96 in Miami and The Beat in San Antonio.
• Adult Contemporary is the top format for Spanish-dominant adults 35-44.
• Classic Hits is the most popular format among Spanish-dominant adults 45-54.
• For Spanish-language formats, Regional Mexican was the second-ranked format among English-dominant adults 18-24. Tropical, featuring salsa and bachata music, was the No. 2 format with English-dominant adults 35-44.

To download the 2010 edition of Hispanic Radio Today from Arbitron, click on the link.